| dc.description.abstract | Tourism development should pay attention to the
preservation of environmental quality, because in the tourism industry,
the environment that actually sold. One alternative tourism development
that can maintain the quality of the environment to maintain its
sustainability is agrotourism. Agro tourism is a tourist attraction that
utilize agricultural land for the attraction. One of agrotourism in the
district of Jember is Agro Tourism Gumitir Mountain Coffee Plantation
gives a new sensation that distinctiveness owned natural mountain. Based
on the existing problems, the objectives to be achieved in this research is
to describe the marketing strategy agro coffee estates around Mount
gumitir Jember. This research is descriptive research with a qualitative
approach. Location research using purposive area, while to determine
the study subjects using purposive sampling method. Data collection
methods used consisted of interviews, observation, and documents.
Analysis of the data used is data reduction, data presentation, and
conclusion. The results showed that the Agro Plantation Coffee Mount
Gumitir use various marketing strategies in marketing their products.
Marketing strategy undertaken by a team of marketing agro first is
mapping the area to be used as a marketing venue. Then connected with
marketing as more private uses a strategic one on one, door to door, and
a SWOT analysis. In addition to using these strategies, agro tourism also
use STP strategy (segmentation, targeting, positioning) to enter the
desired market segment.
Team marketing of agro expected over optimize 4P marketing
strategies. Optimization 4P marketing strategies can be more focused on
the promotion so that consumers who visit not only domestic consumers
but also foreign. | en_US |
